Blue Sky Therapy Blog

Rebuilding Census Post COVID-19

by Blue Sky Therapy

By: Lexi Roach, Marketing Manager


COVID-19 has impacted the future of the long-term care industry in unprecedented ways and has forced many executive teams to completely rethink their strategy and vision for the remainder of 2020. According to the most recent data from the National Investment Center, 75% of organizations with nursing care beds indicated a decline in move-ins over the last 30 days (data for week ending 5/24/20). Based on this data, our team has compiled our findings on ways facilities can begin to rebuild their census for 2020 and into the future.


Social Media Presence

Over 3.8 billion people are currently active on social media. Engaging on social media may seem like a daunting task for many SNFs if you do not have a designated marketing/social media guru on your team. But, according to Forbes research on consumer engagement, 81% of buying decisions are influenced by social media. By not participating on social media, SNFs are missing an audience of potential referrals by not consistently posting and sharing updated facility information. As you organize special events and activities to keep residents engaged, share those photos and videos to social media. Family members love to see that their parent, grandparent or loved one was featured and having a good time in their facility. They may share your post and then your social media presence and exposure will grow to ultimately build brand awareness. While it can be a challenge to get started with social platforms, it has become an absolute necessity to survive and thrive through this period.


Tell Your COVID-19 Story

Do not let COVID-19 be the elephant in the room when it comes to potential new residents and admissions. Address the pandemic and be transparent on how you and your staff handled a positive case and how you will handle future positive tests. Transparency is key to making both residents and families feel secure in their decision to choose your facility.

Now that individuals can use the COVID-19 tracker on Nursing Home Compare, ensure that your data is correct on the site and that you can field potential questions and concerns from that data. It is no secret that the population that you serve was hit the hardest, so having an open dialogue about how you are managing COVID-19 in your facility is a way to build trust and confidence.


Therapy/Facility Census Development Plan

As a partner in your facility, therapy should be dedicated to supporting your efforts to increase census and revenues. A quality therapy partner should provide you with a variety of resources such as customized clinical pathways, therapy-driven outcomes reports, diagnosis specific programming, and marketing partnership support. Having customized programs that are diagnosis specific will ensure peace of mind to residents and their loved ones as they learn to live and cope with their ailments. Your therapy partner should also help you with your marketing by providing this data that you are able to share with potential residents.

It is no secret that COVID-19 has made this one of the most challenging times in the long-term care industry. The more proactive facilities can be right now will determine their long-term success. Now is the time to share stories and connect with potential referrals like never before. As a therapy provider and partner, Blue Sky Therapy is here to help you navigate and succeed through this period. If you are interested in more resources to help you in navigating this new normal, send our team an email at and we will be in touch.


About Blue Sky Therapy

Blue Sky Therapy delivers innovative physical, occupational, and speech therapy services in skilled nursing homes, assisted living facilities, home health care, in-home therapy, and outpatient therapy clinics. Our newest service line, Teletherapy, allows our therapists to work with patients virtually at home instead of in the clinic.




Marketing census Skilled Nursing Facilities assisted living therapy provider nursing home marketing snf marketing how to grow census digital marketing census development

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